We are in the middle of a massive shift from the Information Economy of the early 2000s to the Feedback Economy of the future. In this hyperconnected landscape, anything that can be known will be known―and if you’re not listening, you can be sure your competitors and potential customers are. Amid this shift, the businesses that embrace feedback will win. In this session, SurveyMonkey CMO Leela Srinivasan will outline seven tips for driving business impact through customer feedback, leveraging the only two sources of true competitive advantage that exist in the Feedback Economy: The ability to learn more about your customers faster than the competition, and the ability to turn that learning into action faster than the competition. Expect real-world examples from businesses that are listening and taking action on a daily basis.

1. How to survive
(and thrive) in the
Feedback Economy
Leela Srinivasan
CMO, SurveyMonkey
@leelasrin

2. 2
48%
of people are likely to
leave feedback after a
good experience
of people are likely to
leave feedback after a
normal experience
81%
Welcome to the Feedback Economy
of people are likely to
leave feedback after a
bad experience
85%

3. 3
60%
believe marketers are trying to sell
them something they don’t need

4. Use feedback to inform your biggest
messaging decisions
TIP #1

5. 5
Why guess how customers will react?
• Audit your starting point
(existing messaging, brand
awareness survey, etc.)
• Decide on guiding principles
(no jargon!)
• Draft concepts to test
• Survey people who buy your
product

6. Test 1 Test 2
Test 3 Test 4
We concept tested everything—colors, imagery, taglines

7. Think of customer feedback as the
ultimate in data enrichment
TIP #2

8. 8
• Mapped out entire customer journey
• Inserted “listening posts” at
moments of biggest risk
• Surfaced customer feedback
directly in Salesforce via
integrations
• Highlighted ways to reduce churn
and deliver exceptional experiences
What if you could actually
know what your customer
was thinking?

9. Leverage customer feedback for
surprise and delight
TIP #3

10. 10
Listen for chances to build lifelong fans
Survey response (NPS = 10)
Q: Anything else we can do for
you?
A: ”You could send over some ice
cream ☺”

11. Turn feedback into attention-getting,
lead-generating content
TIP #4

12. 12
What their peers think
Your customers care about two flavors
of feedback
What their customers think

13. Inform pricing and packaging decisions
with real feedback
TIP #5

14. 14
What are your customers truly
willing to pay?
”The root of all innovation evil
is the failure to put the
customer’s willingness to pay
for a new product at the very
core of product design.”
–Madhavan Ramanujam
Simon-Kucher & Partners

15. Use feedback to create a virtuous
customer acquisition cycle
TIP #6

16. 16
• Shared feedback—which we
heard
• Steadily championed us
online and offline
• Referred multiple customers
• Provided indisputable proof
Meet Johnny Sanchez
As a member of Lever’s customer
advisory council, Johnny...

17. Make listening to customer feedback a
company priority, create devoted
internal fans
TIP #7

18. 18
A tale of two workforces

19. 19
Summary: lean in to the
Feedback Economy!
1. Inform your biggest messaging decisions
2. Customer feedback = ultimate data
enrichment
3. Leverage feedback for surprise & delight
4. Generate high-value, attention-grabbing
content
5. Inform pricing and packaging decisions
6. Create a virtuous customer acquisition
cycle
7. Create devoted internal fans by listening surveymonkey.com/r/traction19

20. Thank you!